Braze put together a thorough and practical ebook on customer engagement.
When measuring creative performance, first look at CTR/CVR/IPM when introducing the ad then after a few days move to Payer Rate/ROAS.
Localizing voice over (narration) is not enough, and might even hurt conversion. Add subtitles for better results.
When building your team, lack of ego on both the UA and design side is key. Also actually put people together in the same room (physically) and make the data (and language) accessible.
Creative creation/iteration process in brief: design team writes brief (with examples/wireframes) and creates 1st iteration, UA team tests 1st iteration, both teams discuss how to get better results and design team writes new brief and creates new version.
Start by producing super short and catchy creatives (4-5 second video or loop) and/or go the opposite route and create something much longer with narration or a tutorial. It is harder to find success in between.
To test new creatives, run a new creative test each week (with same audience/platform/geos), measure them against each other, rank them and introduce the best ones into active campaigns.
Be careful of trends because if you arrive too late and everybody is doing it it might hurt you (give bad results).
When hiring a creative, do a home test by giving them 2 ads and attaching numbers (good/bad results info) so they can try and understand in order to give you a 3rd iteration.
You want everybody in your company to chime in on creatives and show ads that have convinced them to download an app/game.
Measure creative fatigue by looking at how many people see the ad over time but also monitoring if the ad is reaching a new unique audience over time.
When measuring creative performance, first look at CTR/CVR/IPM when introducing the ad then after a few days move to Payer Rate/ROAS.
Localizing voice over (narration) is not enough, and might even hurt conversion. Add subtitles for better results.
When building your team, lack of ego on both the UA and design side is key. Also actually put people together in the same room (physically) and make the data (and language) accessible.
Creative creation/iteration process in brief: design team writes brief (with examples/wireframes) and creates 1st iteration, UA team tests 1st iteration, both teams discuss how to get better results and design team writes new brief and creates new version.
Start by producing super short and catchy creatives (4-5 second video or loop) and/or go the opposite route and create something much longer with narration or a tutorial. It is harder to find success in between.
To test new creatives, run a new creative test each week (with same audience/platform/geos), measure them against each other, rank them and introduce the best ones into active campaigns.
Be careful of trends because if you arrive too late and everybody is doing it it might hurt you (give bad results).
When hiring a creative, do a home test by giving them 2 ads and attaching numbers (good/bad results info) so they can try and understand in order to give you a 3rd iteration.
You want everybody in your company to chime in on creatives and show ads that have convinced them to download an app/game.
Measure creative fatigue by looking at how many people see the ad over time but also monitoring if the ad is reaching a new unique audience over time.
When measuring creative performance, first look at CTR/CVR/IPM when introducing the ad then after a few days move to Payer Rate/ROAS.
Localizing voice over (narration) is not enough, and might even hurt conversion. Add subtitles for better results.
When building your team, lack of ego on both the UA and design side is key. Also actually put people together in the same room (physically) and make the data (and language) accessible.
Creative creation/iteration process in brief: design team writes brief (with examples/wireframes) and creates 1st iteration, UA team tests 1st iteration, both teams discuss how to get better results and design team writes new brief and creates new version.
Start by producing super short and catchy creatives (4-5 second video or loop) and/or go the opposite route and create something much longer with narration or a tutorial. It is harder to find success in between.
To test new creatives, run a new creative test each week (with same audience/platform/geos), measure them against each other, rank them and introduce the best ones into active campaigns.
Be careful of trends because if you arrive too late and everybody is doing it it might hurt you (give bad results).
When hiring a creative, do a home test by giving them 2 ads and attaching numbers (good/bad results info) so they can try and understand in order to give you a 3rd iteration.
You want everybody in your company to chime in on creatives and show ads that have convinced them to download an app/game.
Measure creative fatigue by looking at how many people see the ad over time but also monitoring if the ad is reaching a new unique audience over time.
Notes for this resource are currently being transferred and will be available soon.
[💎@p3¶4] The more human your interactions with your customers feel to them, the more successful those interactions will be.
[💎@p3¶5] Conversational, cross-channel messaging can increase engagement by up to 9x.
“Quirky,” “fun,” or “amusing" [...] are among the weakest predictors of customer engagement in the study.
Far too many companies spend the bulk of their time, money, and effort on the first step (acquisition), and end up neglecting the second(engagement and retention).
Use tech to ask customers what they want, listen to their feedback, and deliver against those expectations.
In this eBook, Braze defines the marketing funnel in 4 stages:
Fundamentals of CRO (Conversion Rate Optimization)
No company ever succeeded by doing the wrong thing better.
Marketing KPIs mentioned: Cost Per Acquisition, Customer Acquisition Costs, Lifetime Value (Projected), Average Revenue Per User, Return on Investment.
Data is the building block of successful customer relationship management. You should be compiling:
Data Management Technologies: APIs, webhooks, SDKs, data export streaming tools (the real-time the better)
Testing: A/B testing & Multivariant testing.
Data Privacy and Security: details on PII (SOC 2), PHI (HIPPA) and GDPR.
Customer segmentation
Compile focused and specific data, defining subsets of your audience with similar attributes, preferences,
or behaviors.
A dynamic segment is a segment where the people contained within it are updated on an ongoing, real-time basis.
Marketing Tech Stack
31% of a company’s brand humanity comes from being perceived as personal and considerate.
9 acquisition campaigns that draw the right crowd:
it’s important to achieve an efficient balance between paid and non-paid (or organic) audience growth
The most effective customer acquisition tactics: SEO/Landing Page Optimization, Digital Advertising, Content Marketing, Word-of-mouth/referral/social sharing,.
There is such a thing as too much data, as it increases complexity: be strategic, not comprehensive. To figure out your needs, define the customer journey:
[💎@p36¶3] For each step, define:
You also need to have user profiles (even if simple at the beginning) and have them in a centralized place.
Top 6 customer acquisition mistakes
ff
[💎@p3¶4] The more human your interactions with your customers feel to them, the more successful those interactions will be.
[💎@p3¶5] Conversational, cross-channel messaging can increase engagement by up to 9x.
“Quirky,” “fun,” or “amusing" [...] are among the weakest predictors of customer engagement in the study.
Far too many companies spend the bulk of their time, money, and effort on the first step (acquisition), and end up neglecting the second(engagement and retention).
Use tech to ask customers what they want, listen to their feedback, and deliver against those expectations.
In this eBook, Braze defines the marketing funnel in 4 stages:
Fundamentals of CRO (Conversion Rate Optimization)
No company ever succeeded by doing the wrong thing better.
Marketing KPIs mentioned: Cost Per Acquisition, Customer Acquisition Costs, Lifetime Value (Projected), Average Revenue Per User, Return on Investment.
Data is the building block of successful customer relationship management. You should be compiling:
Data Management Technologies: APIs, webhooks, SDKs, data export streaming tools (the real-time the better)
Testing: A/B testing & Multivariant testing.
Data Privacy and Security: details on PII (SOC 2), PHI (HIPPA) and GDPR.
Customer segmentation
Compile focused and specific data, defining subsets of your audience with similar attributes, preferences,
or behaviors.
A dynamic segment is a segment where the people contained within it are updated on an ongoing, real-time basis.
Marketing Tech Stack
31% of a company’s brand humanity comes from being perceived as personal and considerate.
9 acquisition campaigns that draw the right crowd:
it’s important to achieve an efficient balance between paid and non-paid (or organic) audience growth
The most effective customer acquisition tactics: SEO/Landing Page Optimization, Digital Advertising, Content Marketing, Word-of-mouth/referral/social sharing,.
There is such a thing as too much data, as it increases complexity: be strategic, not comprehensive. To figure out your needs, define the customer journey:
[💎@p36¶3] For each step, define:
You also need to have user profiles (even if simple at the beginning) and have them in a centralized place.
Top 6 customer acquisition mistakes
ff
[💎@p3¶4] The more human your interactions with your customers feel to them, the more successful those interactions will be.
[💎@p3¶5] Conversational, cross-channel messaging can increase engagement by up to 9x.
“Quirky,” “fun,” or “amusing" [...] are among the weakest predictors of customer engagement in the study.
Far too many companies spend the bulk of their time, money, and effort on the first step (acquisition), and end up neglecting the second(engagement and retention).
Use tech to ask customers what they want, listen to their feedback, and deliver against those expectations.
In this eBook, Braze defines the marketing funnel in 4 stages:
Fundamentals of CRO (Conversion Rate Optimization)
No company ever succeeded by doing the wrong thing better.
Marketing KPIs mentioned: Cost Per Acquisition, Customer Acquisition Costs, Lifetime Value (Projected), Average Revenue Per User, Return on Investment.
Data is the building block of successful customer relationship management. You should be compiling:
Data Management Technologies: APIs, webhooks, SDKs, data export streaming tools (the real-time the better)
Testing: A/B testing & Multivariant testing.
Data Privacy and Security: details on PII (SOC 2), PHI (HIPPA) and GDPR.
Customer segmentation
Compile focused and specific data, defining subsets of your audience with similar attributes, preferences,
or behaviors.
A dynamic segment is a segment where the people contained within it are updated on an ongoing, real-time basis.
Marketing Tech Stack
31% of a company’s brand humanity comes from being perceived as personal and considerate.
9 acquisition campaigns that draw the right crowd:
it’s important to achieve an efficient balance between paid and non-paid (or organic) audience growth
The most effective customer acquisition tactics: SEO/Landing Page Optimization, Digital Advertising, Content Marketing, Word-of-mouth/referral/social sharing,.
There is such a thing as too much data, as it increases complexity: be strategic, not comprehensive. To figure out your needs, define the customer journey:
[💎@p36¶3] For each step, define:
You also need to have user profiles (even if simple at the beginning) and have them in a centralized place.
Top 6 customer acquisition mistakes
ff
